Only, I never had the courage to make the leap to building an actual product out of it. Huge congrats to you guys; going to take a look at Projection and see if I can finally retire my homegrown stuff!
So you have three options: 1. hire sub-par people, 2. get VC funding to hire an entire team, or 3. continue doing most stuff by yourself.
I tried hiring sub-par people. That was a mistake, they took way more effort and negative energy than I got in return from the salary I paid them. I did not want to take on VC funding to be able create a large team at once, and in hindsight I think that was a good idea because several of my competitors did, and then had to fold 5 years later when they ran out of funding and their revenue was not high enough. (Also, the freedom of being a 100% owner and not having anyone tell you what to do was a major quality of life improvement for me that I never want to give up again once I tasted it. I hope you savor it as I do!)
So being smarter about hiring is what I would do differently, but that's easier said than done. I think the job market today probably does have more high quality devs available that don't mind being employee number two.
Edit: to add, once competitors appeared it became much more of a marketing game than a web dev game, because customers just tend to click the first three google hits. Getting good at marketing, and hiring the right people for that, is a whole other ballgame if you're a dev.
I wonder if you could bring on just one really good dev who matches that description vs scaling up to a larger team. In many cases, a very small team of A+ players can beat a large team of B players.
Although it sounds like you're saying marketing/distribution may have played a larger role in your trajectory? In hindsight, do you think focusing your team-building efforts on the marketing side would have been a better strategy?
If you update the app or refine docs in response to previous support questions it does streamline the experience but there are always folks who just don't read docs and there are many who will purchase the app just for access to support so they can figure something out.
I'm sure some apps are more support heavy than others, but ours is aimed at system administrators and with that comes an assumed level of competence (in reality, many people are only in the role because nobody else could/would do it but even they are quite independently resourceful).
The disadvantage of users helping themselves is that you don't get feedback from them or learn about their use cases. Knowing how/why people are using your stuff is really valuable for development, so if I had the team for it then dedicated support engineers would follow up with customers early on even if they don't have issues.
Just an annecdotal bit of feedback: I would like to continue using ProjectionLab but $109/year is beyond what I'm willing to spend, especially given ProjectionLab doesn't integrate with any live tracking of property prices / investment portfolio valuation etc.
If it were $40/year I probably would subscribe. But $109 is too much to justify (and I am reasonably well off).
Have you A/B tested different pricing levels to find the sweet spot that maximises revenue?
Personal finance is a pretty broad space, and it's common for different people to come to this with varying desires and expectations.
In our experience, the people who see the value in a good long-term DIY financial plan view our current pricing as extremely affordable, especially compared to traditional financial planning services which often charge $3-5k for a PDF and a pat on the back.
Anyway, if automated tracking is the piece that's most important to you, it might be worth noting that we do plan to add more options for that. But that work -- and all the other controversial implications of it that I mentioned in another comment -- just needs to be prioritized against all the other highly requested things on the product roadmap, based on what the community really wants the most.
I'd say we reached PMF a couple years ago the way I define it (solid customer acquisition from organic sources & word-of-mouth, strong retention, sustainable growth).
I was just curious if others might look at it differently, since I know definitions can vary. And like you said, some people might look at this update and dismiss it as still really small-time.